What was it all about?

This project delivered a strategy for the mushroom industry to increase demand for mushrooms within the foodservice sector.

The strategy will improve understanding of the foodservice sector within the mushroom industry, and will provide guidance on:

• 'Where to play’ by sizing and prioritising opportunities within the foodservice sector that can be realistically acted upon.
• ‘How to win’ by unpacking the most effective and efficient actions the mushroom industry can undertake to influence foodservice stakeholders and grow category volume.